This document discusses social media marketing strategies and theories. It covers topics like top-of-mind awareness, frame-of-mind awareness, friend-of-mine awareness, the marketing mix of product, place, price and promotion. It also discusses how consumers engage with social media marketing and the importance of branding, promotions, market research, segmentation, integrated marketing communication, social media strategic planning, awareness and engagement, search engine optimization, return on investment and cost of ignoring. It provides examples of real-time social media marketing successes and failures.

1. Chapter 5
Social Media in Advertising and Marketing
The Dream Team: Avel, Estefani, Kyara, Shantal

2. Advertising & Marketing Theories
Top-of-Mind Awareness: branding through a sustained level of marketing and
messaging that influences customers at time of purchase (having consistent presence)
Frame-of-Mind Awareness: reaching potential customers when they are in an
active shopping and buying mode (create easier access for customers and wait for them to come to
you)
Friend-of-Mine Awareness: your prospective customers consider you a friend to
compete for their time, attention and loyalty (you gain customer’s trust and you become a
valuable resource to them)
● This kind of marketing uses data to determine what customers want

3. Advertising & Marketing Theories continued...
● Marketing Mix… Four P’s
- Product
- Place
- Price
- Promotion

4. Consumers
Consumers follow a social media marketing customer driven path….
Finding sites and content
Learning through engagement and listening
Validating information through reviews and community conversation
Using via demonstrations or trials
Buying through a sales process
Advocacy after the purchase

5. Consumers ….. continued
Other ways of attracting consumers:
Company announcing new client or new customer endorsement
Rewarding brand loyalty with special programs
- Can be linked to their social media marketing communication plan

6. Branding
What is it?...
- “Corporate brand management may be seen as a PR function of promoting
and protecting the reputation of the corporation”
Company’s “reason for being”
Most companies want to be distinct from others
It involves a bond (powerful emotional connection)
- This creates real-time opportunities for brand representatives w/ the public

7. Promotions, Market Research and Segmentation
➢ Companies ask consumers to advertise their product
➔ Through Social Networks
➔ A form of propaganda
➔ Participate to win offered prices.
❖ Offers opportunities and develops engagement.

8. Integrated Marketing Communication (IMC)
Today:
● The most effective use of advertisement is social media!
But in order to engage:
● Be relevant, engaged, and authentic
❖ It involves more than simply having a presence on a social media
site.

9. Social Media Strategic Planning
Four businesses considerations...
1. Value creation
2. Sources of competency
3. Target market
4. Revenue

10. Awareness and engagement
Search engine optimization (SEO)
Return on Investment (ROI)

11. Awareness and engagement
● Consumers spend time researching in mobile.
● Mobile research starts with search.
● Location proximity.
● Purchase immediacy is key.
● Mobile influences purchases across channels.

12. Search engine optimization (SEO)
● Google
● Youtube
● Bing

13. Return on investment (ROI)

14. Cost of Ignoring (COI)
“Measure of social shyness”
Customer service, reputation management, crowdsourcing, collaboration, and
recruitment
Customer loyalty, manage negative sentiment, credibility

15. Advertising & Marketing Case Studies
“Real-time Social Marketing”
CRM: Customer Relations
Management
By being active on social media,
companies can manage customer
satisfaction, retention, and loyalty.

16. Successes: Real-time Social Marketing
#PretzelLoveStories
2,000 shares
12,000 likes

17. Failures: Real-time Social Marketing
#Iatethebones
Hyundai Clean Emissions
#Mcdstories
#Aurora
Kitchen Aid Obama Joke
Gap’s insensitive acknowledgement of Hurricane Sandy